THE EATON THEATRE OFFERS FIRST RUN MOVIES AND OLD FASHIONED CHARM
By Jenny Black
Step into the Eaton Theatre and it’s like entering another world. From the rich red tone of the walls and ceiling to the sparkling chandelier, the ornate lobby exudes vintage appeal. There are cases filled with memorabilia documenting the theater’s history, an old-time ticket booth, and of course a well-stocked concession stand. While the theater offers patrons a quintessential hometown movie theater experience, it also features modern restorations, enhancing comfort and quality.
Rich in History
For over 90 years, the iconic Eaton Theatre has been providing residents in the Charlotte area a positive space where they can enjoy themselves and spend time together. Throughout those years, the various owners have learned to strike the delicate balance between keeping up with the changing times and cherishing the nostalgia of simpler times. According to Leann Owen, current owner and operator of the theater, the updates to the theater have preserved its original character, while at the same time giving the building a fresh, new atmosphere.
“We like to think of it as a historical look with a modern twist,” Owen said.
In addition to top quality new seats, carpet, and marquee, there is also a retro 1980s style arcade room where folks can take a trip down memory lane and enjoy playing some of their favorite video games from years past. And although the theater has a nostalgic look and feel, it regularly features first run movies.
The Eaton Theatre has been in downtown Charlotte since 1931. While small businesses tend to come and go, the theater has endured many challenges and stood the test of time, remaining an integral part of the community for almost a century.
“We have patrons who came to this theater as children, had their first date here, and now they come here with their grandchildren,” Owen said. “There have been marriage proposals here… family holiday gatherings…this place is full of memories.”
According to Bryan Myrkle, Community Development Director of Charlotte, the Eaton Theatre is one of the city’s most important downtown businesses, attracting a full range of residents from many walks of life.
“The Eaton Theatre is an important business for downtown, because it attracts customers in every demographic group, whether considering age, gender, or income,” Myrkle said.
Myrkle goes on to point out the historical significance of the theater, as a place that has been an important part of the community for many years.
“The Eaton Theatre is a contributing property to the National Register of Historic Places, and continues to play the same role in our community that it has now for many decades,” Myrkle said. “In that sense, it is living history.”
Cash Beechler started the Eaton Theatre in 1931. The 750-seat theater had a single screen at that time, and it was built in the ornate Art Deco style of that era. Considered top of the line, the theater enjoyed early success. Its first show was Whoopie starring Eddie Cantor.
In 1986, Rick Dedolph bought the theater from the Beechler family. A second screen was added in the old balcony in 1992, allowing the theater to show two different movies. Ownership transferred from Dedolph to his daughter, Sue McNeel around 2011. During approximately eighteen of those years, beginning in the early 2000s, Leann Owen was the manager of the theater. In 2018, Owen bought it and is currently the owner and operator.
Resilient in Adversity
Like all small, local businesses, the Eaton Theatre has had its share of challenges staying in business, competing with larger corporate-owned theaters, and keeping up with modern technology. Yet because of dedicated management and a supportive community, the theater has been able to persevere.
One significant challenge was the need to transition to digital projectors in 2013, a very large expense for a small theater. While financing options were available to larger theaters, then-owner Sue McNeel turned to the community for help. With community support and assistance from generous donations, McNeel was able to upgrade the projectors and keep the theater going.
The recent Covid-19 pandemic was perhaps the greatest challenge for not only the Eaton Theatre, but movie theaters in general. All movie theaters in Michigan were shut down for several months during 2020, and many of them never reopened their doors. However, with tenacity and love for the theater, Owen found ways to make the best of a difficult situation.
One of the ways she kept the theater afloat during the shut-down was by selling their well-loved popcorn to go. If people were going to be watching movies at home, at least they could enjoy some authentic movie-theater popcorn.
Made with special seasonings and high quality ingredients, Eaton Theatre popcorn holds a special place in Charlotte residents’ hearts and they are willing to go the extra mile to get it, even if it means buying it to go. In fact, the movie snacks to-go option has continued, even with the pandemic fading. Patrons can still buy popcorn and other concession snacks to go during business hours, with the option of curbside pickup.
Another proactive move was to take advantage of the pandemic closure and make some much-needed renovations to the historic building. In fact, Owen and her partner did much of the physical labor themselves.
“It was definitely a labor of love. We poured our sweat and tears into the work,” Owen said.
Updates included new carpeting throughout, new comfortable seats with foot stools and cup holders (so pop isn’t spilled), bathroom improvements, and a new marquee, made in the historic style. Patrons especially love the new seats and enjoy seeing the marquee lit up for the first time since the 1980s. Though the marquee and lights are new, they are made to look much like the original, creating a look full of old world glamor.
“The community really rallied during Covid,” Owen said. “People would stop by and buy popcorn to take home and add a donation at the same time.”
Owen is very thankful for the community support during the difficulties of the pandemic. In addition to the community support, Owen was able to secure some Covid relief financing for small businesses to help with the renovations and keep the theater in business during the shut-down.
Another modern challenge movie theaters have to contend with is online streaming services like Netflix, HBO Max, Hulu, and others. Yet despite the popularity of these types of platforms, people still cherish the experience of going to a theater to see a movie. Watching a movie on a big screen with a group of other people offers a personal connection and communal experience that you just don’t get at home. In a theater, you laugh with others, you cry with others. And the beautiful setting of the theater just adds to the charm.
“There are certain movies that people just want to see on the big screen. And people come here to gather with their family and friends, to make memories. Movies allow people to get away from their problems for a while. I love to see their happy faces,” Owen said.
Connection to Community
The Eaton Theatre is more than just a business, it is an integral part of the Charlotte community. The community has always been supportive of the theater, and in turn the theater gives back to the community.
“When people think about the ideal downtown and what sort of things should be there, nearly everyone would include a movie theater,” Myrkle said. “As such, it is an amenity that signals the health of the community and attracts interest and investment.”
One of the ways the theater encourages community participation is by keeping the ticket prices affordable. At $6.50 per person, this price is below what most theaters charge per ticket, making it a great place to take the family to the movies without breaking the bank.
Another way the Eaton Theatre stays involved in the Charlotte community is by hosting community events. For example, there is a summer free movie series, with family-friendly movies showing on Thursday afternoons free of charge. Also, there are special holiday occasions to look forward to.
On the Monday before Halloween each year, Owen hosts a “Haunted Theater,” during the Halloween parade, where kids receive candy and take a ‘spooky’ tour. The free showing of the Polar Express is a fun Christmas tradition when children can wear their pajamas to the movie and receive a small bell to ring. Those are just a few examples of community events the theater offers as a way for residents to make precious memories in their own hometown.
As Charlotte’s Community Development Director, Myrkle is keenly aware of the importance the theater plays in the life of the community.
“The Eaton Theatre is the kind of local business that helps create a lasting connection between the community and its residents,” Myrkle said. “A theater is a place, and an experience, that residents remember and reminisce about.”
Operating a community movie theater is a lot of hard work and there is definitely stress involved in keeping it afloat through economic ups and downs. But for Owen, it is all worth it. All of her years as a manager and now owner, have given her rich experience to draw from and a fierce love of the historic building, the Charlotte community, and the role movies play in our lives.
“I grew up going to the movies and have always loved the experience,” Owen said. “It has been my dream to restore this theater and give the community a place to spend time together.”
Residents of Charlotte are fortunate to have this historic gem downtown. Woven into the fabric of the community, the Eaton Theatre offers not only great movies, affordable prices, and delicious snacks, but also a friendly atmosphere and beautiful setting.
The Eaton Theatre is located at 235 S Cochran Avenue
in Charlotte. For more information and show listings, call 517-543-2030 or visit the website at eatontheatre.com. You may also follow and like the Eaton Theatre on Facebook to stay updated on shows and community events.
Free Community Events: Fun for the Whole Family
The Eaton Theatre hosts free community events throughout the year to keep residents involved and give them fun local traditions to enjoy with their family and friends. Looking for somewhere wholesome to take your kids or grandkids, right here in downtown Charlotte? How about a free movie where they can meet their favorite movie character and enjoy delicious snacks? Below are some of the community events, free movies, and amenities you can find at the Eaton Theatre.
• The movie Hop, free of charge the Saturday before Easter, including a visit with the Easter Bunny
• Free summer family movie series every Thursday at noon
• The Wizard of Oz movie in August, free of charge, including a visit with Dorothy
• Haunted Theater the Monday before Halloween, with spooky decorations and trick-or-treating
• The movie Casper, free of charge, the Saturday before Halloween
• Free Polar Express movie, free of charge, the Saturday after Thanksgiving
• Classic movie favorites like Somewhere in Time and Jaws
• Visits from movie characters before the shows, like Sonic, Pikachu, Buzz Lightyear, Puss in Boots, and more
• Retro arcade with your favorite nostalgic games like Space Invaders and Pac-Man
• Amazing popcorn, Dippin’ Dots, and Michigan-made gummies and candies, available at the concession stand and to go
